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Government of South Australia - Department of State Development

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    13th Jun 2025
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    Brand SAExport and TradeTrade and Investment

    South Australian products on show in Japan

    As part of World Expo, South Australian businesses will also be showcased on Japan’s largest e-commerce platform, Rakuten, known as the ‘Amazon of Japan’.

    The ‘Tasting South Australia’ campaign, which will feature for the duration of World Expo, through to October, will see more than 400 South Australian food, wine and beverage products for sale in the Japanese market.

    The campaign will build on the success of previous campaigns in 2023 and 2024 which generated approximately $600,000 and $700,000 in sales respectively.

    Wine and Food

    Since the campaigns were introduced on the e-commerce platform, vendors selling Southern Bluefin Tuna have increased six-fold, from around 10 to more than 60.

    Boasting more than 100 million Japanese users and home to 27 per cent of Japanese e-commerce, a figure that equated to $40 billion in 2020, the Rakuten platform has more than 1.4 billion members worldwide.

    To further capitalise on South Australia’s presence at World Expo, the South Australian Government is supporting an online shopfront for attendees at South Australian events to ‘Buy what you Try’, enabling them to purchase the premium produce they taste and experience in-market.

    South Australian food and beverages are already a major export to Japan, accounting for more than 60 per cent of the state’s total exports in the year ending April 2025, valued at $327.5 million.

    Visit the Rakuten ‘Tasting South Australia’ website here and the South Australian ‘Buy what you Try’ website.